Whaling City could be slogan of the past
New London — It's been the Whaling City for generations, but perhaps it's time for New London to be redefined for marketing to tourists and potential business owners.
That's the thinking behind a new volunteer group called Go New London led by downtown business owner Alan "Chip" Green Jr. and supported by Tammy Daugherty, director of economic development, that just launched a new online survey to develop ideas for branding the city. The website www.gonewlondon.net also includes a way for photographers and graphic artists to submit designs and images of the city.
Suggested city slogans will be put up for a vote after the initial survey using social media techniques, and at some point city officials may be asked to adopt new verbiage for branding New London, said Green, who is co-owner of the downtown marketing firm Green Ink.
"It's going to be an organic, community-driven development process," Green said. "I'm really excited by the initial responses."
Green said online searches of the term Whaling City usually turn up New Bedford, Mass., at the top of the list, which brings up the question of whether New London needs to differentiate itself in some way. So one of the survey questions asks for additional words that can be added to the longtime moniker to make it uniquely New London.
One person perhaps jokingly suggested that the name be changed to Stop Whaling City, but Green said he doesn't think the traditional name should be dispensed with entirely. Instead, he said, the city should look at a slogan in addition to the Whaling City theme.
"I think it has to be something original and fresh," he said. "We don't know where it's coming from yet. That's what's so exciting."
Green said he hopes to get 2,000 or more responses from the survey — both inside and outside southeastern Connecticut, including local students — to begin the crowdsourcing process of determining a city branding phrase or phrases. Sometime this summer, ideas from the initial survey will be put to a vote in several different categories, and the top vote-getters will then have a runoff to determine the winners.
By the fall, Green said, his group hopes to put together a marketing strategy that might then be supported through the city budget or perhaps be backed by some major sponsors. He said ideally the slogan would win support from the City Council, economic development officials and Mayor Michael Passero and then perhaps could be included in a referendum vote.
People who have advised Green on his project include Alan Mayer, who heads the SCORE office in New London that serves as a small-business advisory; Gail Mayer, who has been a liaison between Green and the Renaissance City Development Association; state Sen. Paul Formica, and state Rep. Ernie Hewett.
Green said the idea is to create a marketing platform that anyone could use to promote business formation or tourist visits to the city. No merchandising of the slogans derived from the campaign is planned, but Green said if there are profits to be made in any of the marketing the people who came up with the ideas will be compensated.
"We're looking for a common lexicon," Green said. "What is it that really makes us New London?"
Editor's note: This article has been editing to clarify who is involved in the group.
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